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How gender stereotypes shape venture growth expectations

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  • Alona Martiarena

    (IE Business School – IE University)

Abstract

Drawing on gender role theories and related evidence of the influence of stereotypes on individual judgments and behaviors, this study examines how masculine stereotyping of entrepreneurs might affect business owners’ expectations of their firms’ growth. In particular, it explores several moderating effects: individual-level factors, such as the gender traits that business owners ascribe to other entrepreneurs and their own gender identity, as a psychological construct, as well as the industrial context in which the businesses operate. An empirical analysis of business owners in 10 countries reveals that women entrepreneurs who identify with feminine traits and ascribe strongly masculine characteristics to entrepreneurship expect their businesses to grow at a lower rate. The influence of stereotypes is relevant only in industries in which the representation of women entrepreneurs is low though, presumably because gender salience, as amplified by women’s minority status condition in the industry, triggers stereotype threats.

Suggested Citation

  • Alona Martiarena, 2022. "How gender stereotypes shape venture growth expectations," Small Business Economics, Springer, vol. 58(2), pages 1015-1034, February.
    • Handle: RePEc:kap:sbusec:v:58:y:2022:i:2:d:10.1007_s11187-020-00431-y
    DOI: 10.1007/s11187-020-00431-y
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    Cited by:

    1. Alona Martiarena & Jonathan Levie & Susan Marlow & Mark Hart & Karen Bonner, 2023. "A ‘deviant men’ theory of business expectations in nascent entrepreneurs," Small Business Economics, Springer, vol. 61(3), pages 909-930, October.
    2. Yalin Wang & Yaokuang Li & Juan Wu & Li Ling & Dan Long, 2023. "Does digitalization sufficiently empower female entrepreneurs? Evidence from their online gender identities and crowdfunding performance," Small Business Economics, Springer, vol. 61(1), pages 325-348, June.
    3. Seigner, Benedikt David Christian & McKenny, Aaron F. & Reetz, David K., 2024. "Old but gold? Examining the effect of age bias in reward-based crowdfunding," Journal of Business Venturing, Elsevier, vol. 39(3).

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